Turning Intelligence into Magic: Hegarty publishes his first book on advertising

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Hegarty on Advertising.jpegHegarty on Advertising

by John Hegarty

Here is a book that no creative professional should be without. Written by one of the world’s leading advertising men, it contains over four decades of wisdom and insight from the man who put Nick Kamen into a laundrette for Levi Strauss and gave Audi the immortal ‘Vorsprung durch Technik’, amongst many, many other highly successful campaigns for major brands.

The 21st-century answer to David Ogilvy’s bestselling Confessions of an Advertising Man, it provides both John’s advice on the elements of advertising and the story of his career from his early days working with Charles Saatchi to the global force that Bartle, Bogle, Hegarty is today.

HEGARTY 2.pngAll the important questions in advertising are addressed: What makes a great idea? How do I pitch to a client? How do I start an advertising agency? What effect will new technology have on advertising? How do I keep my creative edge? Hegarty on Advertising is illustrated with award-winning and classic campaigns for Boddingtons, Häagen-Dazs, Audi, Levi Strauss, Johnnie Walker, Audi, Lego and Reebok, amongst others.

 

Wry and packed with insider anecdotes on the people and the work, Johns’ advice is always direct, totally accessible and 100% no-nonsense.

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About the author

John Hegarty is one of the world’s most famous advertising creatives.  He is the founding partner and Worldwide Creative Director of Bartle Bogle Hegarty (BBH), which has offices in London, New York, Shanghai, Mumbai, São Paulo and Singapore. He has received, among other awards, the D&AD President’s Award for outstanding achievement and the International Clio Award. He is a member of The One Club of New York’s Creative Hall of Fame.

 

Title: Hegarty on Advertising

ISBN: 9780500515563

Price: $45.00

Published by Thames & Hudson

Publication date: June 2011